Speaking of lavender, the first thing that comes to mind is Provence, but in fact, most people do not know that in the southeast of Provence, there is a tourist village like the outline of an amphitheater, which is the famous lavender field tourist village in Provence, France, Valençor. Who would have thought that it would have developed from a barren land into a sea of lavender flowers? Today, Liang Jiejun will take everyone to see how she realized the dream transformation!
Project overview
Valençor is located in the south of France and covers a total area of about 190,000 acres. Is one of the largest villages in France, the name of the village is taken from the "Valençol Plateau", in a special geographical location, sufficient sunshine time, suitable for lavender cultivation, so many residents of the town are lavender families, to grow, refine lavender essential oil for a living. It cultivates the largest lavender flower field in Provence, and has won the reputation of "lavender main production area", "tourist village" and other reputations, and has also been rated as one of the "Representatives of 100 Famous Places in France".
Development ideas
1. Adapt to local conditions and make clever use of resources
Natural resources Valensole is located on a plateau with abundant sunshine and valley hills, integrating the natural climatic environment and resource advantages, which is conducive to the cultivation of lavender, truffles, wheat and other crops.
Humanistic resources The village has preserved many architectural landscapes such as ancient castles and monasteries in the tenth century, and has a long history. It provides humanistic resources for the development of rural tourism and the integration of characteristic rural industries in the village, and the entire village planning of Valençor is classified according to heritage monuments and roads and streets.
2. Activity to create momentum, continuous drainage
The unique environment and terrain advantages allow Valensole Village to design leisure and festival activities suitable for different groups of people according to different and resources.
Leisure activities are continuous all year round
According to the advantages of terrain and resources, Valensole Village has developed and designed 8 hiking and cycling routes; Climbing activities of different gradients, hot air balloons, gliders, parachutes and other aerial activities; Rafting, canoeing, kayaking and other water activities. In order to let tourists have a deeper understanding of the characteristic products of the countryside and the charm of the jungle, a visit to the lavender processing plant, the exploration of the historical monuments in the village, and the immersive experience of quad bikes through the flower fields are also planned.
Themed festivals With multi-party participation
Every july lavender festival regularly holds the "Lavender Festival", Valensole Village will plant, process, sell lavender the entire industrial chain into various activities, layered and orderly, appreciation, tourism, entertainment, shopping can be satisfied:
Viewing Free visit to the lavender field and sunflower field of the Valensole Plateau;
Experience Visitors can experience the production process of locals leading to lavender factories to get up close and personal with lavender derivatives;
Shopping Tourists can not only buy a variety of high-quality lavender products in the market and exhibitions, but also interact face-to-face with local producers;
There are some local folk bands in various churches and ancient streets, playing jazz or classical music along the streets, etc., so that everyone can feel the fun of idyllic living in a cheerful atmosphere.
3. Prolific integration, go hand in hand
The first industry is the foundation The wide land has not only formed the largest lavender-growing area in France, but also its unique valleys and plains, but also the place where wheat, truffles, olive oil, almonds and other agricultural products are abundant, and it has the reputation of "granary".
Secondary industry re-sublimation From traditional lavender essential oil refining and olive oil refining, to lavender ice cream, lavender soap and a variety of lavender handicrafts and olive oil products, etc., it has enhanced the diversified value of lavender.
The improvement of the tertiary industry not only extends the primary industrial chain, but also lays the foundation for the development of the tertiary industry such as tourism, accommodation and experience, making it a world-famous tourist village.
Think tank tips
With the help of the lavender industry, Valensole Village has extended the industrial chain through the integration of one, two and three industries, and enhanced the added value of agriculture, which has good reference significance for us to do rural revitalization industrial projects. Next, Liang Jiejun made some summaries from the three aspects of the project's theme positioning, industrial chain extension and post-operation momentum, hoping to bring inspiration and help to everyone!
1. Clarify the theme positioning and shape the core values of the village
The theme is the soul of rural tourism, excavating the theme of the project, grasping the positioning of the project, starting from the local advantageous resources, combining the resource advantages with the market demand and the external environment to build its own unique theme.
Rural development should have agricultural support, but in order to open up sales channels, be recognized and favored by the public, it is also necessary to exert the scale effect, according to the natural geographical conditions of the village, lead the development of differentiated resources, form their own themes and brands, enhance regional influence, and shape the core competitiveness of the countryside.
2. Expand the industrial chain and give play to the value of the cluster effect
Lay a good foundation for the primary industry and establish a leading industry in the countryside. Excavate the selling points and core values of products, and retain the original symbols of agriculture to create regional characteristics.
Do a good job in the processing of the secondary industry, and extend the agricultural industry chain vertically. Through the form of deep processing, the value of agricultural products will be fully utilized, and the added value of the industry will be improved. Horizontally expand new functions, integrate agricultural culture and tourism, and then cultivate new business development.
Make good use of the development of the tertiary industry and attach importance to the experience needs of customers. Organize different kinds of leisure and festival activities, attract tourists to participate in them through nodal invitations, and regularly ensure the flow of people in the countryside; Add leisure experience projects, fully combining the characteristics of local humanities, architecture and other resources, so that tourists can deeply understand and feel the local culture.
Creating new agricultural industries, new formats and new models, extending the agricultural industry chain, and then realizing the integration of the first, second and third industries are very critical for the development of rural areas.
3. Enrich the cooperation of activities to promote the sustainable operation of the project
Project development requires continuous operation and activities, fully excavating local resources, holding theme activities, leisure activities, etc., so that the project location has activities every year, month by month, and attract consumers through continuous momentum.
Introduce a professional team to plan influential and sustainable development activities, fully tap the advantages of the countryside and consumer needs, and use a highly explosive communication mode to trigger interaction for different customer groups to promote the sustainable operation of the project.
To sum up, to revitalize the countryside, industry is the key. Therefore, when we do rural revitalization projects, we must first do a good job of positioning according to local conditions, create the core attraction of the industry according to the theme of the project, further enhance the value of the industry by vertically extending new formats and horizontally expanding new functions, and continuously inject rich and diverse activities in the later stage to continue to create momentum for the project, in order to help the sustainable development of the countryside!